If you want to bring a supplement to market, sooner or later you will come up against the European regulations governing health claims. Which claims are you allowed to include on your label, and which are prohibited? European Regulation (EC) No 1924/2006 sets out exactly which claims have been approved. To help you get started, we have listed seven specific, approved health claims that you can use on your product straight away.
Health claims on supplements: what’s at stake?
A health claim is any statement that asserts that an ingredient has a positive effect on health. The European Union has drawn up a list of approved claims, also known as the Article 13 list. If you use a claim that is not on this list, you risk fines, product recalls or a sales ban. As a brand or business owner, you naturally want to avoid this. The seven claims below are all officially approved and widely applicable to supplements in the sports, health and wellbeing market.
1: Vitamin C helps the immune system to function normally
Vitamin C is one of the best-known and most versatile ingredients in the supplements market. The approved claim reads: “Vitamin C contributes to the normal functioning of the immune system.” This makes it a powerful selling point for products aimed at promoting health and immunity.
To be permitted to use this claim, the product must contain a significant amount of vitamin C. According to the regulations, a product is considered a “source of” a nutrient if it contains at least 15% of the recommended daily intake (ADI) per 100 grams or 100 ml. For a product to be labelled as having a “high content”, this must be at least 30%.
This claim is ideal for immunity blends, multivitamins and functional health products that cater to the growing demand for immune support. This is a particularly strong positioning, especially in seasonal campaigns around autumn and winter.
2: Magnesium helps reduce tiredness
Magnesium is a versatile mineral with several approved health claims, the best known of which is: “Magnesium helps reduce tiredness and fatigue.” This makes magnesium particularly popular in products designed to support recovery, energy and everyday vitality.
What sets magnesium apart from other minerals is the breadth of its target audience. Both athletes recovering from intensive training and people struggling with everyday fatigue can benefit from this ingredient. This makes the claim widely applicable across various product categories.
Magnesium is ideal for use in recovery blends, night-time supplements or general health formulas. For brands looking to appeal to a broad consumer base, this is one of the most versatile options amongst the approved health claims.
3: Protein contributes to muscle growth and maintenance
For the sports supplements market, this is the most fundamental claim: “Protein contributes to the growth of muscle mass” and “Protein helps maintain muscle mass.” Both have been officially approved and may be combined on a label.
These claims apply to products that meet the minimum protein threshold. Specifically, a product must contain at least 12 grams of protein per 100 grams to be eligible to bear the claim. Whey protein powders, plant-based protein blends and meal replacement shakes generally meet this requirement by a wide margin.
Muscle growth and muscle maintenance are the core promises of virtually every protein shake on the market. For brands operating in the sports supplements sector, these are the most direct and consumer-focused claims you can make. They align perfectly with the expectations of your target audience.
4: Vitamin D supports normal bone health
Vitamin D has several approved claims, but the most commonly used is: “Vitamin D helps maintain healthy bones.” As well as supporting bone health, there is also an approved claim regarding support for the immune system, which makes vitamin D particularly versatile.
Vitamin D is an ingredient that is increasingly being included in broader health formulations, partly because a large proportion of the European population is deficient in it, particularly during the winter months. This makes the claim not only scientifically substantiated, but also socially relevant.
Vitamin D is ideal for products aimed at a slightly older target group, but also for general wellness supplements and immunity blends. The claim is clear, recognisable and easy to communicate on a label.
5: Zinc contributes to normal cognitive function
Zinc is a less obvious ingredient, but it has a powerful and distinctive approved claim: “Zinc contributes to normal cognitive function.” This makes zinc an interesting ingredient for products designed to enhance mental performance and focus.
As well as supporting cognitive function, zinc also has approved claims relating to the immune system and the protection of cells against oxidative stress. This makes zinc a versatile ingredient that can be used across multiple product categories without having to limit the claim to a single benefit.
Focus and energy boosters, nootropics and cognitive health blends stand to benefit most from the cognitive health claim. For brands looking to stand out in the crowded energy supplement market, zinc offers a scientifically backed way to take a different approach.
6: Caffeine boosts alertness and concentration
Caffeine is a special category within health claims. The approved claim reads: “Caffeine helps to improve alertness and concentration.” Please note: this is what is known as a botanical claim, which may be used subject to specific conditions.
For caffeine, a minimum dose of 75 mg per portion is required in order to make the claim. Furthermore, it is mandatory to state that the claim does not apply to children and that the product contains caffeine. Transparency on the label is therefore particularly important in this case.
Pre-workouts, energy boosters and focus supplements are the most obvious products for this claim. Caffeine is one of the most researched and proven ingredients in the sports nutrition industry, and the associated claim is directly in line with what consumers expect from such products.
7: Vitamin B12 contributes to normal energy metabolism
Vitamin B12 rounds off the list with a claim that is widely applicable and strikes a chord with a broad audience: “Vitamin B12 contributes to normal energy metabolism.” Energy is one of the most sought-after benefits in the supplements market, and B12 provides a scientifically sound basis for this.
In addition to energy metabolism, vitamin B12 also has approved claims relating to the reduction of fatigue and the normal functioning of the nervous system. This makes B12 an ingredient that can support multiple product positioning strategies simultaneously.
Vitamin B12 is particularly relevant for vegan and plant-based products, as B12 occurs naturally almost exclusively in animal products. For brands wishing to launch a vegan range, B12 is therefore not only a functional choice, but also a logical one in terms of content, one that aligns with the values of the target audience.
Make clever use of approved claims on your label
Knowing which health claims have been approved is one thing. Using them correctly and effectively on your label is a second step that deserves just as much attention. The claim must correspond exactly to the approved wording from the European list, the dosages must be correct, and the other labelling information must comply with the applicable legislation. Even a minor deviation in the wording can be enough to invalidate a claim.
It’s also worth considering which combination of ingredients and claims best suits your target audience and brand positioning. A pre-workout supplement can benefit from both caffeine and B12 claims, whilst an immunity blend is better suited to vitamin C and vitamin D. Choosing the right claims is therefore also a strategic decision.
Take a look at our services and production capabilities for a complete overview of what’s possible.
How MixMasters can help with health claims on your supplement
Developing a supplement with the right health claims requires more than just a good formula. It calls for a carefully drafted label, correct dosages and a food safety plan that is ready for the market. We support you at every stage of this process:
- Formulation development: We develop formulations based on ingredients that meet the dosage thresholds for the desired health claims.
- Labelling advice and compliance: Our team advises on the correct wording of claims and ensures that the information on the label complies with European regulations.
- HACCP food safety plan: Working in collaboration with consultants, we draw up a food safety plan tailored specifically to your product range, so that you can enter the market straight away.
- BRCGS certification: We manufacture our products in a BRCGS-certified facility, which provides additional assurance regarding traceability, quality control and compliance with international standards.
- From concept to production: Whether you’re an established brand looking to launch a new range or a start-up with an innovative idea, we’ll guide you through all four stages, from feasibility to final production.
Would you like to know which health claims are suitable for your product concept and how we can help you market it correctly? Please get in touch with us and we’re happy to help you find a solution.
Frequently Asked Questions
May I paraphrase or adapt a health claim for my label?
No, a health claim must correspond exactly to the approved wording in the European list (Regulation (EC) No 1924/2006). Even a minor change to the text can render the claim legally invalid and put you at risk of enforcement action by the NVWA. Always use the official Dutch translation of the claim as published in the EU register.
How many health claims am I allowed to include on a single product at the same time?
There is no legal limit on the number of health claims you may include on a single product, provided that each ingredient meets the relevant dosage threshold and each claim is correctly worded. In practice, we recommend selecting two to four strong, relevant claims that align with your product’s core positioning. Too many claims on a label can confuse consumers and undermine your brand’s credibility.
What happens if my product is just below the minimum dosage required for a claim?
If the dosage of an ingredient does not meet the statutory threshold, you simply cannot use the corresponding health claim. Adjusting the formula to ensure it does meet the threshold is the most obvious solution. We can assist you with formulation development to ensure that all ingredients are present in the correct quantities to support the claims you wish to make.
Do the same health claim rules apply to products I wish to sell outside Europe?
No, European Regulation (EC) No 1924/2006 applies only to products placed on the European market. Countries such as the US, the UK (post-Brexit) and Australia have their own regulations governing health claims, which may differ significantly from the European list. If you wish to sell internationally, it is essential to consult the local legislation for each target market before finalising your label texts.
Can I also use health claims in my online adverts and on social media?
Yes, but the same rules also apply to marketing communications outside the physical label, including websites, social media and advertisements. Here too, the claim must correspond exactly to the approved wording and must not be combined with misleading or unsubstantiated claims. Take particular care with influencer content and user-generated content, as you, as the brand, are also responsible for these.
Are there any health claims that are specifically prohibited for certain target groups, such as children?
Yes, certain ingredients are subject to specific restrictions regarding target groups. Caffeine is the best-known example of this: the approved claim may not be used for products aimed at children, and this must be explicitly stated on the label. For each ingredient, check the full claim specifications in the EU register, including any target audience restrictions.
How can I keep up to date when the European list of authorised health claims is updated?
The European Commission maintains an online register containing all approved and rejected health claims: the EU Register on Nutrition and Health Claims. This register is updated periodically whenever new claims are approved or existing claims are revised. It is advisable to consult this register regularly or to work with a partner such as MixMasters, who can keep track of compliance developments on your behalf.
Related Articles
- Waarom kiezen beautymerken steeds vaker voor sticks of sachets in plaats van potten?
- What are the benefits of clean label for consumers' long-term health?
- How is the demand for natural and less processed ingredients affecting the sports nutrition market?
- How does ageing respond to the demand for collagen products?
- Which target groups consciously choose clean label?
English 
Dutch 
German 
French